What’s Missing in Lead Nurture Campaigns: Decision Makers

Posted on September 16, 2016

It's a challenge virtually every marketer will admit privately but no one wants to talk about. If we take a hard look at the job "Title" field in most B2B CRM systems we find a small percentage of them containing VP or C-level executives. What's worse, for the few executives found in the CRM database only a handful have opted into email lead nurture tracks. Access to Executive Decision Makers Why does it matter? Because in most B2B organizat...

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Is Your Buyer Segmentation All Wrong?

Traditional buyer segmentation focuses on demographic and firmographic attributes but what if there was a better way? Read how needs-based segmentation works.

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Why VIP Experiences are Essential for ABM

Posted on April 12, 2016

If you are a B2B marketer, you have been on a roller coaster for the past decade in search of the "secret sauce formula" for attracting high-quality leads to feed the sales pipeline. Like changing fashion trends, MarTech startups like to tell us that our current approach is broken so they can introduce their new tool as the solution to better leads. So now we turn our short attention span to ABM. The End of Outbound Marketing Was Over-Hyped In ...

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VIP Experiences are Key to Closing B2B Sales

Posted on March 11, 2016

One of the unique aspects of being a contract CMO is the diverse range of B2B brand challenges that I encounter. While a Tech marketer by trade, my experience racing sports cars led to an engagement with Aston Martin Racing North America in 2015 to help them construct VIP experiences for B2B brand sponsors/partners to drive sales revenue. This weekend marked the first round of the 2016 Pirelli World Challenge race season at the Circuit of ...

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Does Marketing Now Own the Majority of the B2B Sales Cycle?

Posted on October 12, 2015

Having led both Sales and Marketing organizations, I am in a unique position to be able to comment on a shift in the way we think about the sales process.   Conventional wisdom says Sales organizations own the sales process -- or do they? Over the past five years, we've all seen a steady stream of posts by experts such as Lori Wizdo (Forrester Research), Kathleen Schaub (IDC), Tiffany Bova (Gartner Research), and others that have documented ...

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Why Experiences are the New Content Currency

Posted on September 14, 2015

The gold rush for content to engage B2B buyers has been raging for several years. Despite massive investments by brands in writing/editing staff, content management tools, syndication and metrics -- the impact on revenue is unclear. Content is the Secret Sauce for Engagement -- Or Is It? MarketingProf's recently published a 2015 study by The Economist Group and peppercom that cites that while 85% of global business executives say the primary ...

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Sell Outcomes, Explain Methodology

Posted on August 4, 2015

One area I believe B2B marketers must improve to accelerate revenue growth is becoming customer-centric in their communications. In a prior post, I described the need for brands to develop a quantifiable value proposition that clearly illustrates how they help customers make money, save money, mitigate risk, or improve customer experience (and then demonstrate financial proof).  I argued that this is critical to initial engagement as we live ...

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Forget Customer Service — Focus on Customer Experience

Posted on April 6, 2015

Customer service. Two words that have been at the center of corporate improvement programs and countless awards ranging from JD Power to NCSA. Each year, thousands of well-meaning companies compete for bragging rights of being #1 in customer support in their industry.  But just what does this mean?  If customer service is what happens when things go badly, are these companies competing for the right metric? I think Maytag got it right ...

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The Best CMOs Have Carried the Sales Bag

Posted on March 16, 2015

I'm not sure about you, but I'm worn out reading articles over the past 2-3 years about how CMOs can't get along with CFOs, CEOs, and are struggling to deliver measurable value for their companies. Much of this hype is over-blown to attract eyeballs to blog posts and articles.  The fact is, CMOs (like any other executive) need to build cross-departmental relationships, encourage collaboration, and understand what their peers need in terms of ...

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